A Comprehensive Guide to Email Marketing
Electronic mail( email) marketing refers to the email sent to market products or services while developing relationships with potential customers and clients. In this, electronic mail sends over the regular post mail. There are various methods to learn about the perks of email marketing, and in this article will be seeing some of them.
The method allows one to understand the sorts and the way it compares to other marketing tricks. Anytime an email is sent out by a company, other than the order confirmations, it directly responds to customer questions. It is usually be considered email marketing. It is an essential part of internet marketing or precise SEO marketing, as online marketing via websites, social media, blogs, and more.
The newsletters with updates on the company, while the other sales and exclusive deals for subscribers are all different potentials email marketing. Marketing over emails can also seek to share a message on the company’s behalf, under the circumstances of a natural disaster or company scandal. At its best, email allows businesses to allow their customers to inform and tailor their marketing messages to the audience.
It is easy to line up and track an email marketing campaign, making it accessible for some businesses. One will add a newsletter sign-up choice to a website as an example. As people check in, one will send newsletters to a growing audience. They will also direct customers to the newsletter from one’s social media profiles.
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The two advantages of email marketing are price and ease of marketing. Compared to other sorts of marketing, It is cheap compared to other company’s products or services. A regular newsletter may be simple and effective in updating one’s company, upcoming events, and special offers. This mail software also makes it easy to schedule automated promotional emails for patrons who haven’t purchased them recently.
Mail marketing allows one to focus on particular groups of consumers and specific individuals. Offering each customer special birthday deals on merchandise and services is a method to try to do this. A Book Store, as an example, might send an email to customers on their birthdays offering 50% off on a book. This type of personalization helps a business develop a relationship with a customer to increase sales of services.
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1. Build a List:
All one has to try to do by sending an unsolicited email is close up most of the people they were hoping to show into customers. Whether through the website, in the store, or occasionally, make it clear when customers are opting in to receive your emails.
2. Mail Marketing Remains Relevant:
In the Internet era, it is necessary to write down an email. However, there is statistical evidence that it remains a crucial aspect of selling products or providing services.
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3. Email Marketing Strategy:
Here are a couple of strategies for creating good email marketing campaigns:
Follow the Law
Email marketers usually adhere to the principles of the CANSPAM Act. These rules include having a non-deceptive subject line, providing a transparent thanks to unsubscribing, and including the name and address at the top of the emails.
Mix Up the Messages
Don’t just send ads to shop for all the time. Use the emails to create rapport with customers by sharing the expertise or others, giving them tips and insights they will value. Share information that lets them know more about one and the company.
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3. Respect the Subscribers
One must treat their list well. Remember that the people one is communicating with have trusted them with their information; they deserve respect. If one would grab an opportunity to convert them from customers to fans and even evangelists for the brand, then make them feel special.
4. Follow a Schedule
Stick to a schedule if one is doing a newsletter. Sending out an email on a properly scheduled day (or days) hebdomadally will help the subscribers know what to expect from the one and when.
5. Optimize for Mobile
The study of the market analysts and the corporate Litmus have consistently found that slightly below half all emails are opened on mobile devices. Meaning, if an email doesn’t display correctly on mobile platforms, half the audience starts thinking one doesn’t have the skills to draft an email.
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Types of Email:
Email marketing aims towards branding and growth of the company’s image, rather than focusing on direct sales. Its purpose is to keep subscribers interested and engaged under all circumstances. These are the types of engagement emails that one can use:
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1. Welcome Emails:
The first email that subscribers receive is a welcome email after confirming their email addresses. Welcome mail is the first interaction of the subscribers with the brand in the inbox. Therefore, making it memorable and worth be the prime importance. After all, subscribers are more likely to open welcome emails other than types of promotional emails sent by a brand.
The welcome mail tends to make a clear branding impact. For example, In the Welcome email, New subscribers should learn about the brand’s story. And free trials on the product, or get addressed to the store near their location.
The welcome email must be having a high engagement. It also works as an example of transactional email. The above study has also found that welcome emails have higher transaction rates and revenue per email than transactional emails. Welcome emails must offer discounts and free shipping to new subscribers.
2. Tutorials and Tips Emails:
Sending instructing and educational emails that help subscribers in a way that is relevant to one’s business can bring engagement. These emails usually come in the form of how-to tutorials and tips that can help.
The mail can be simple and also in-depth—depending on what the products do and what the subscriber needs. In order to familiarize with subscribers, instruction emails are a great way to do that. These emails are useful when it is unclear how the business can help them solve a problem. These emails help the subscribers to learn about new things. And make quick positive changes in their lives that they can associate with the brand.
3. Customer Stories:
Emails related to customer stories help in interviewing or studying the customers. These stories could be about the success of the products or services, their personal stories, and tips to other customers similar to them. The customer-related email depends on the pictures and videos collected by the company.
As these stories come from other customers, therefore it builds a sense of community. In customer stories, subscribers come across other subscribers and share their stories and experience.
For example, Udemy, an online learning marketplace, experienced a 35-percent increase in content engagement after sharing customer stories on the blog. One can apply a similar concept to their email campaigns, and subscribers will be looking forward to future emails and keep opening them.
4. Brand Stories:
Brand Stories are similar to Customer stories, but with a slight change; In a brand story, the company and its team tell the story. Often, these stories work if they tell how a brand name grow over the years. It helps in understanding the brand and allows a customer to identify and trust the brand.
Apart from telling the story, the brand story can have other positive effects as well. Some studies have shown that if a customer knows a brand’s story, they are more likely to describe the brand positively and pay more for their products. Example: A leatherworks company, Whipping Post, tells the story of their business origin in the welcome email. In the welcome email, the whipping post founder writes about the first product. And thus, create an engagement email telling the brand’s origin story.
One doesn’t necessarily need an extraordinary story. Sometimes the story of how a product gets made. The stories behind certain business decisions can also help the subscribers something engaging.
5. Re-engagement Emails:
There can be multiple reasons why the subscribers will not be as engaged as others:
- Due to the low level of interest.
- Delay in the update since the last email.
- Lack of interest in one’s brand emails.
- Or so on. There could be multiple reasons, but it is necessary to re-engage them. A study found that around 12-percent of people who are receiving re-engagement emails read them.
The re-engagement campaign intends to win back customers that are inactive or uninterested. And getting these customers back with an email is a prominent growth.
There are two types of re-engagement emails that usually work well:
- The email with “miss you” in the subject line or “come back”.
- The other re-engagement email that one could use is to indicate a Rupee of discount in the subject line, which performs twice well as those with percentage discounts.
Part 2. Transactional Emails
Transactional emails are relevant to transactions that the subscribers have had with one’s business. The goal of a transactional email is to initiate the sale or buy. These emails also help to send requests or updates on customer orders.
These emails always get triggered by specific customer actions and sent automatically. On the other hand, Engagement emails are usually delivered in real-time or on a pre-planned schedule rather than automatically triggered. Here are some of the transactional emails that one can use in their marketing campaigns:
1. Cart Abandonment reminder email:
Cart abandonment emails are those types of transaction emails that are essential for any online store. Cart abandonment email comes into play when a potential customer adds items to their online shopping cart but doesn’t purchase them. These could provide an opportunity to increase the potential profits. As per the report, two-thirds of the items don’t follow up to the payment. A cart abandonment email is seen as good if it includes a prominent call-to-action and some compelling emails to remind the customer to complete the sale.
2. Time-Sensitive Promotions:
Time-sensitive promotional emails include an offer that expires soon. This offer could be about the limited availability of the product or service, or it could be a discount that is only available for a limited time.
The subject line of these emails should be clear that the offer will expire soon. It is necessary to mention it so that the subscriber feels the urgency to open the email. For example, the company Humble Bundle announces their end-of-summer sale with a limited offer. The subject says that buy a game within 48 hours, the offer expires soon. They get a specific title for free. As the deadline is stated clearly in the subject line, the people receiving the email have a greater incentive to open the email as soon as they see it in their inbox.
3. Receipts Emails:
Receipts emails are for online stores to send order confirmation once a customer completes the transaction. Receipts emails can function for many other things than just reiterating the order details. There are many other things that one can do to make the receipts bring in additional returns.
Here are some examples of different approaches for maximizing email receipts:
- Some Apps sell digital products; the receipt includes a download link. So, one can get the product instantly. Their receipt email also asks the person to review the product. Since they are likely to use and test it immediately, this approach might not work with physical products as it needs more time to get to the customer.
- Once a subscriber gets their digital download. The receipt email thus sent can be to ask for a review.
- Some sites like GoDaddy use email receipts to include coupon codes that one can use on their next purchase, which gives the seller an incentive to be a repeat customer and encourage the order on site.
- Receipt email can show customers more related products that can encourage them to buy in the future. It is another way to increase sales of other similar related products.
4. Review Requests:
A brand can send a review request email to a customer when a product gets delivered. The brand can email the subscriber to ask for a review of the product or services. When the customer reviews get posted on the online store sites or social media pages and third-party review sites, these good reviews encourage the sale because of the trust built by the confidence shown by other customer reviews.
The review requests even make the other emails more effective. It also helps on email campaigns can increase brand insight, it plays a crucial role. For example, Amazon has simplified its review request. They directly ask customers how many stars they would rate the product. Since the request is not complicated, it allows users to understand what to review and how to review. Once a person clicks the image to leave a star rating, they move to a page that allows one to a star rating and a written review.
5. Sales Follow-ups:
While buying a physical product, the customers have to wait a bit before they receive their orders. One can use this time to send post-transaction email updates on the status of their order. For this, the brand can generate a link where the buyer can see whether it’s shipped, delivered, or arrived as it will engage the audience. Sales Follow-ups are just like email receipts. It is best if these emails get maximize for their branding opportunity.
Digital marketing has changed the way we see the world today, especially for the present generation. At present people are running too and fro from one place to another. They hardly get a chance to go for offline shopping and marketing. And spend most of their time over the internet for work or post-work.
That is when email marketing comes into play. Emails can help a brand in convincing the audience to buy products or services from them. The present generation looks for good deals and quality products; with the help of the different types of emails and email marketing strategies discussed, above a brand can grow real quick in no time.
Emails have not only been a medium for communication but also acted as a platform to generate income. Over the last decade, technology has served us with brilliant and probable software applications like Instagram, Facebook, Youtube, Twitter, WhatsApp, and many more. But none of these applications have been able to meet the authenticity of the email. These applications have not just connected people. Today, it has all changed.
One can now receive emails for jobs, clothing, business, and a lot more. Email marketing is the presence of the marketing world. It will encourage sales in the near future. So, finding a job or aiming for a job as an email marketer could be a good career option. An email marketing manager should know how to engage the audience and bring insight to the brand using emails. Engaging the audience every now and then is a crucial part of email marketing and encourages sales.